5Cs of structuring for student conversion growth

Before you can grow, you need to make sure you’re built for growth. This means critically assessing that you have the right resources, technology and data to facilitate your goals.

Effective student recruitment today requires genuine personalisation, proactive encouragement and quick support for every student across the full journey to enrolment. When it comes to increasing your student conversion rates, these are the five areas to evaluate to ensure you’re set up to succeed.

Capability
Are you supported by the necessary staff, expertise and technology to personally assist and proactively encourage every prospective student across the full recruitment journey?

Experts who specialise in:

  • Email marketing automation and optimisation
  • Student service
  • Data analytics
  • Market analysis
  • CRM implementation, integration and adoption

Check that there are enough hands-on-deck to serve the volume of students you’re generating interest from. Enough people to meet student expectations around speed and quality of support. For example, our student surveys have found that 71% of students expect a response to their enquiry by next day; 40% within the same day.

To empower your teams to do their best, are you supported by user-friendly technology that drives efficiencies in your channel marketing activities, prospective student communications and strategic planning? Technology that’s easily customisable to suit your unique needs, enables you to get a complete picture of the student journey and reports data in a way that’s easy to digest so that you and your teams can make strategic decisions confidently.

Cost
Do you know how much it costs you to recruit your students and what sources are most effective?

Most universities get only a fuzzy view of their cost per enrolled student and which marketing channels produce the most enrolments. In our conversations with university recruitment and marketing teams, we hear that often what limits the picture is that student data is split across various systems, so it’s difficult to piece together students’ paths to enrolment.

As competitive as the higher education landscape is today, you need to invest in the right places. Adopting a platform that hosts all student data from the first student interaction through to enrolling will be key to getting a complete handle on what works and what doesn’t.

< For more feedback from universities regarding the challenge of measuring ROI, review our blog Three common pitfalls when measuring digital marketing ROI. >

Conversion
Do you have a clear understanding of your conversion performance? Is conversion optimised at each stage of the enquirer, applicant and offer holder journey?

This is where the ‘Capability’ imperatives described earlier really come into play. Students have different priorities, concerns and preferences at different points along their journey. Understanding student needs and delivering personalised messages via the right mix of communication channels and at the right time is crucial to getting them to progress to the next stage in the journey. This requires universities to hit the mark when it comes to resource, technology and processes.

Control
Do you have a consistent, reliable view of performance?

You may not be in the weeds when it comes to student recruitment and conversion operations, but you need to know how your teams are performing. And, you need to be able to keep up to date easily.

Our service provides clients real-time access to key performance data through their dashboards, like pictured below. Accessing their data from anywhere, they stay informed without having to get bogged down in cumbersome spreadsheets or update meetings.

Confidence
Do you know what you need to do to stay ahead?

The global higher education environment changes every day and you need to keep a keen eye on current events and trends in the sector that will influence your enrolment. This year for example, we analysed on behalf of our clients the impact of currency fluctuations on student demand from key markets  – see graph below.

Monitoring these macro trends in parallel with your own performance will enable you to better predict demand and forecast future enrolments.

 

To discuss the 5Cs further or to learn how UniQuest can help you scale your efforts to achieve meaningful conversion rate growth, contact Mary Evans at mary@uni-quest.co.uk.